BreatheSport, "a social network where fans can interact with sporting celebrities," launched in beta on Wednesday, according to Jeremy Lee of CAMPAIGN LIVE. The free-to-join mobile platform "will carry live celebrity response
to sports breaking news and live sports events," in a "troll-free area"
known as the "locker room." Fans can then engage indirectly in a
separate area called the "fan zone." BreatheSport claims that "it has signed up more than 100 sporting
celebrities to participate on the platform, including the boxer Carl
Froch and cricketer James Anderson." It believes that "it will have 200
sporting personalities signed up" for its official U.K. launch later this
year and plans a global rollout. Mobile Interactive Group founder Barry Houlihan "has
co-founded the launch." Among its advisory board are former Guardian News & Media Managing Dir Tim Brooks and former England footballer Peter Reid. BreatheSport "will launch to the public later this year on all mobile
platforms." It has raised $1.5M "from the previous
Mobile Interactive Group backers" (CAMPAIGN LIVE, 8/27).